#The challenge
Attribution reporting was only ever as good as the last manual clean-up. Lead tier and channel values drifted, the most-recent-campaign-response field went stale, and a race condition in the self-service demo flow meant some of the highest-intent inbound was attributed to the wrong source. Routing had its own gaps: partner-sourced conversions did not notify the partner-facing owner, country-based routing keyed on only one of the two country fields that mattered, and top-tier account-based-marketing leads were spread across the team instead of concentrated on one rep.
#The approach
Nightly correction flows instead of weekly clean-up
Stood up nightly CRM flows to auto-correct lead tier and channel values, plus a real-time flow to fix stale most-recent-campaign-response data — moving the correction from a person's recurring task to the platform.
Fixing the race condition on high-intent inbound
Built a flow to resolve the race condition in the self-service demo path that had been mis-attributing the inbound leads with the strongest buying signal.
Reporting rebuilt on corrected fields
Rebuilt the marketing-operations reporting dashboard on top of the now self-correcting fields, so the dashboard stops being a manual artefact.
Closing the routing gaps
Extended lead-conversion alerts to partner-sourced deals so both the partner-facing manager and the direct account owner are notified, corrected country-based routing to weigh both the person's country and the company's headquarters country, and routed inbound top-tier ABM leads to a single dedicated SDR.
Demo views turned into routed intent signals
Scoped and built the interactive-demo integration so demo views become account-level intent signals with alerts to the SDR in chat and in the CRM.
The campaign calendar running underneath it
Ran the recurring campaign motion throughout — a customer-education email series, prospect newsletters, a webinar demo series and conference follow-up sends — and rebuilt the email master template across two versions with dark-mode CTA themes and a documented change log.
#Outcomes
Manual dashboard clean-up retired
Nightly flows now auto-correct lead tier and channel values and a real-time flow fixes stale campaign-response data, ending the recurring manual clean-up that attribution reporting had depended on.
High-intent inbound attributed correctly
A flow resolved the self-service demo race condition that had been assigning the wrong source to the highest-intent inbound leads.
Routing gaps closed
Partner-sourced conversions now alert both the partner-facing manager and the direct owner, country routing weighs both person and company-headquarters country, and top-tier ABM inbound concentrates on a single dedicated SDR.
Scope grew with trust
The engagement began on a engineering and attribution work layered onto the core campaign-operations motion